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PERFECT IS THE ENEMY OF GOODHow Imperfection Can Drive Innovation

Andreas Krasser Head of Strategy & Innovation DDB Group Hong Kong

October 12, 2017

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Andreas Krasser Head of Strategy & Innovation

DDB Group Hong Kong

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WE ARE OBSESSED WITH PERFECTION

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PERFECT IS THE ENEMY OF GOOD

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NOTHING SOMETHING PERFECTION

Measurable Distance Infinite Distance

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“Have no fear of perfection -

you’ll never reach it.”- Salvador Dali

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INNOVATION OFTEN STARTS WITH

IMPERFECT IDEAS

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ACT LIKE A START-UP

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WORDSBIGLITTLE ACTION

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WE CREATED OUR OWN STARTUP

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“Wouldn’t this be sooo good to have?!”

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“Do we really need it in order to go live?”

“Wouldn’t this be sooo good to have?!”

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TO OPENLY EMBRACE IMPERFECTION2 METHODS

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01. IMPERFECT BRAINSTORMING

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+ =Stop Over-

thinking

Get Shit Done

New Co-Create

Methodology

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#1

COME UN- PREPARED

BE WELL- PREPARED

#3

QUANTITY IS KING

QUALITY BEATS QUANTITY

#2

GUT OVER BRAIN

THINK THINGS THROUGH

RULES OF THE IMPERFECT BRAINSTORMPROTO

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GAME RULES You all get cards (5 cards each). Shuffle well and distribute them. Take turns matching different cards until you get an idea – then shout “Twist!” Write down your idea on a post-it note and attach it to the cards that sparked it. Continue.

TW!ST

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PROTO CANVASTeams present back ideas and the whole group gets a chance to screen, and place idea post-its onto the Proto Canvas.DI

FFIC

ULTY

YIELD

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PROTO CANVASDI

FFIC

ULTY

YIELD

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02. AGILE PLANNING

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YOU CAN PLAN THE PERFECT PICNIC BUT YOU CAN’T PREDICT THE WEATHER

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“Everyone has a plan until they get punched in the face.”

- Mike Tyson

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FROM BEING RIGHT

TO BEING AGILE

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WITH THE OLDEST TRICK IN THE BOOK

OVER-COMMUNICATION

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CREATIVES CO-CREATE BRIEFSPLANNERS CO-CREATE IDEAS

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IMPERFECTJOB DESCRIPTIONS

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“I’m not going to do this, because it’s not in my job description.”

- No One Ever

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IN CONCLUSIONTHE IMPERFECTIONIST’S FOUR RULES OF LIFE

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GO FOR QUANTITY01

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RUSH THINGS02

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FEEL UNCOMFORTABLE03

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GET PUNCHED IN THE FACE04

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NOW LET’S ALL TAKE A CHANCE ON IMPERFECTION,

SHALL WE?

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Thank You!

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